新媒體網路平台行銷策略之研究－以A公司之YouTube官方頻道為例

由於網際網路影音平臺的興起與使用量的成長，傳統電視媒體在整體收視率及廣告量不斷下滑的衝擊下，面對網路媒體的態度由原先的抗拒，已逐漸地嘗試將網路媒體納入既有平臺營運體系外的一個新營運平臺。在目前網際網路媒體產業中，國內、外以OTT服務模式網際網路影音平臺相繼興起或引進台灣。根據「影音網站調查與台灣影音相關網站使用概況」發現不論是在不重複造訪人數、到達率、總使用時間、造訪停留時間等多個指標都是以「YouTube」最高，並明顯高於其它網站。也因此，使用率高、媒體內容擁有者操作自主性高、廣告收入透明與內容版權維護機制相對其他平臺較為完善的YouTube平臺，為多數傳統電視媒體跨足網路影音平臺的第一個選擇。本研究希望能針對YouTube平臺的頻道操作與廣告營收之間的影響因素，以A公司Youtube官方頻道為例進行探討，期望研究結果能做為相關YouTube平臺的頻道經營之參考。本研究採用質性研究並以「A公司」作為研究的個案，根據A公司現況來發展經營YouTube頻道時所遇到的議題，因此配合本研究的目的，研究採用「個案研究法」做為研究方法，並以「單一個案多重分析」的方式進行研究。本個案研究以行銷組合之4Ps與4Cs相互對照的理論做為研究架構，並以開方式的個案訪談與收集的相關資料依此架構進行歸納、整理與分析。本研究發現與研究結論可提供欲進入YouTube平臺經營頻道或已在經營頻道的企業或個人做為YouTube頻道與影片行銷策略的應用參考。

關鍵字

YouTube ； YouTube演算法；新媒體；社群媒體；行銷策略；新媒體行銷

並列摘要

Due to the rise of network video platform and the growth of usage, the traditional television media, under the impact of the continuous drop in overall viewership and advertising volume, faced the attitude of the Internet media from the original resistance and gradually tried to use the online media. Include a new operating platform outside the existing. In the current network media industry, domestic and foreign OTT service have emerged or were introduced in Taiwan. According to the relevant investigation were found that YouTube has the highest multiple indicators such as number of repeat visitors, touch rate, total use, and visit time than other websites. Therefore, it becomes the first choice of traditional media to reach the network video platform because of the frequent use, the high operational autonomy for content owners, the clear advertising revenue and better content copyrights maintenance mechanisms than others. This study will use the official YouTube channel of Company A as an example to discuss relevant factors that affect channel operations and advertising revenue. This study uses qualitative research and use "Company A" as a case. According to the current situation of Company A, we have developed issues related to the operation of this YouTube channel. Therefore, in the purpose of this study, which use the "case study method" to conduct and use "single case multiple analysis" to approach the study. This study used the theory of the 4Ps and 4Cs of the marketing mix as the research framework. The open-ended interviews and related data collected by the cases are also summarized, organized and analyzed with this framework. The findings and conclusions of the research could have provided as a reference for companies or individuals wish to join and to operate channels or have been operating as an application strategy for YouTube channel and video marketing.